One hundred years is a long time for any business to be around, but as this email newsletter shows, the past is merely prologue to greater things.
Mailer Name: BMW
Date Emailed: March 27, 2016
There’s a good reason that the image topping this email from the auto giant looks like something out of a James Bond movie. It’s a concept car touring the world to demonstrate BMW’s engineering expertise. “Our first 100 years were just a warm-up,” the headline announces. A button provided links to more about “visionary thinking,” which bolsters the company’s brand.
But it’s not all about the future. As the subject line says: “BMW Exclusive: Experience our Vision Vehicle, the luxurious BMW 7 Series, and a 17-country road trip.”
That’s a lot of ground to cover. The next section focuses the driver’s attention on the 7 series car, which has “first-ever innovations” already available now. The customer is invited to visit a dealer to experience the changes first-hand.
Another block down is the first of two videos in the email. This one is an 11-minute story of a 24-year old 3 series model, its owner, and their incredible trip back to Germany. It’s a good way to evoke warm and fuzzy feelings about the company’s cars.
Keep your customers focused on how they feel, or others like them feel, when using your product or service.